How to retain website traffic in a generative AI world

Gartner predicts that generative AI is becoming a substitute for search engines leading to a 25 per cent drop in search engine volume. We live in a digital world, and as such, most organisations rely on search to drive website traffic and ultimately sales. How is search changing? What are the implications and benefits of generative AI in understanding user intent? What can organisations start doing now to retain and increase website traffic in a generative AI world? This paper addresses these questions.